Disney Store Revamps E-Commerce Site with Social, Personalized Video Features

The redesigned website for the Disney Store is an enhanced e-commerce channel for the brand’s toys, clothes, entertainment and packaged media. “The new DisneyStore.com delivers a magical shopping experience that guests can only receive from Disney,” stated Disney EVP Paul Gainer.

Part of that magic is the ability for shoppers to record and customize a “Disney Magical Message” video to send along with any DisneyStore.com gift purchase. Recipients receive email notification of a special delivery and when the gift arrives, a card provides a site URL and a personal ID where they can view their personal video. 

Enhanced tools for sharing on Pinterest, Facebook, Twitter and e-mail, via desktop, tablet or mobile have amped up the social shopping experience while an animation feature lets users interact with favorite characters and classic Disney films.

“From the animated content designed to entertain guests while they shop, to the ‘Disney Magical Message’ video feature which we anticipate will be especially popular this holiday season, allowing guests to customize and deliver a video message to loved ones along with their gift,” added Gainer. There's also enhanced filtering options to narrow product search by price, character, collection, and age.

The Disney Store retail chain debuted in 1987 as the retail merchandising arm of Disney Consumer Products, the business segment of The Walt Disney Company, headed by longtime home entertainment executive Bob Chapek. There are now more than 200 Disney Store locations in North America, more than 40 in Japan and 100 plus in the United Kingdom, France, Spain, Ireland, Italy and Portugal.

Making magic commercial is part of Disney’s DNA, and the newly designed web portal continues that trademark alchemy.